|
Climb or jump: status-based seeding in user-generated content network
Lanz, Andreas U.
;
Goldenberg, Jacob
;
Shapira, Daniel
;
Stahl, Florian
|
DOI:
|
https://doi.org/10.1177/0022243718824081
|
|
URL:
|
https://journals.sagepub.com/doi/10.1177/002224371...
|
|
Weitere URL:
|
https://www.semanticscholar.org/paper/Climb-or-jum...
|
|
Dokumenttyp:
|
Zeitschriftenartikel
|
|
Erscheinungsjahr:
|
2019
|
|
Titel einer Zeitschrift oder einer Reihe:
|
Journal of Marketing Research : JMR
|
|
Band/Volume:
|
56
|
|
Heft/Issue:
|
3
|
|
Seitenbereich:
|
361-378
|
|
Ort der Veröffentlichung:
|
Thousand Oaks, CA
|
|
Verlag:
|
Sage Publishing
|
|
ISSN:
|
0022-2437 , 1547-7193
|
|
Sprache der Veröffentlichung:
|
Englisch
|
|
Einrichtung:
|
Fakultät für Betriebswirtschaftslehre > Quantitatives Marketing und Konsumentenverhalten (Stahl 2013-)
|
|
Fachgebiet:
|
330 Wirtschaft
|
|
Abstract:
|
This article addresses seeding policies in user-generated content networks by challenging the role of influencers in a setting of unpaid endorsements. On such platforms, the content is generated by individuals and firms interested in self-promotion. The authors use data from a worldwide leading music platform to study unknown music creators who aim to increase exposure of their content by expanding their follower base through directing outbound activities to other users. The authors find that the responsiveness of seeding targets strongly declines with status difference; thus, unknown music creators (the majority) do not generally benefit at all from seeding influencers. Instead, they should gradually build their status by targeting low-status users rather than attempt to “jump” by targeting high-status ones. This research extends the seeding literature by introducing the concept of risk to dissemination dynamics in online communications, showing that unknown music creators do not seed specific status levels but rather choose a portfolio of seeding targets while solving a risk versus return trade-off. The authors discuss various managerial implications for optimal seeding in user-generated content networks.
|
 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
 Suche Autoren in
BASE:
Lanz, Andreas U.
;
Goldenberg, Jacob
;
Shapira, Daniel
;
Stahl, Florian
Google Scholar:
Lanz, Andreas U.
;
Goldenberg, Jacob
;
Shapira, Daniel
;
Stahl, Florian
ORCID:
Lanz, Andreas U., Goldenberg, Jacob, Shapira, Daniel and Stahl, Florian  ORCID: https://orcid.org/0000-0002-2846-3424
Sie haben einen Fehler gefunden? Teilen Sie uns Ihren Korrekturwunsch bitte hier mit: E-Mail
Actions (login required)
 |
Eintrag anzeigen |
|
|
